If you’re a SaaS company selling cloud-based software or APIs, AWS Marketplace may be the most underutilized growth channel in your GTM stack. But what exactly is it—and why does listing your product here matter?
In this article, we’ll break down what AWS Marketplace is, how it works, and why it can be a game-changer for SaaS, AI, and DevOps providers.
What Is AWS Marketplace?
AWS Marketplace is Amazon Web Services’ digital catalog of software solutions that run on AWS. It lets customers discover, buy, and deploy third-party software directly into their AWS environment—just like installing an app from the App Store, but for enterprises.
You can list:
- SaaS applications (with metered or contract pricing)
- AMIs (Amazon Machine Images)
- Containers (EKS, ECS-compatible)
- Machine learning models
- APIs and data products
Whether you’re selling to developers, IT teams, or data engineers—Marketplace helps reduce procurement friction and reach AWS customers at the point of need.
Why Should You List Your SaaS Product?
- Accelerated Enterprise Sales
Procurement teams already trust AWS. By listing in the Marketplace, your product is sold through AWS, which means less paperwork, easier billing, and faster purchase decisions. - Co-Sell with AWS
AWS Partner Network (APN) members who list on the Marketplace become eligible for co-sell support—meaning AWS reps can introduce your solution to their clients and help drive joint deals. - Faster Security & Compliance Buy-in
Most enterprise customers already vet AWS. If your software runs on it and is purchased through their system, many InfoSec reviews become simpler. You piggyback on AWS’s credibility. - Access to Millions of AWS Users
Listing on Marketplace puts your software in front of AWS’s global user base—technical decision-makers who are already spending budget on cloud-native solutions. - Usage-Based Pricing & Deployment
You can offer flexible pricing models like hourly, monthly, or pay-as-you-go. Plus, your product can be deployed directly into the customer’s AWS environment—instant value.
Who Should List?
AWS Marketplace is ideal for:
- SaaS platforms with cloud-native architecture
- DevOps & Infra tooling vendors
- Cybersecurity and compliance solutions
- Data & AI platforms
- APIs targeting enterprise developers
- Startups entering enterprise sales via AWS co-sell
What’s the Catch?
While Marketplace is powerful, listing isn’t plug-and-play.
You need to go through:
- Foundational Technical Review (FTR)
- Secure packaging (SaaS contracts, AMIs, containers)
- Content submission (solution overview, case studies, architecture diagrams)
- AWS GTM alignment
That’s where many companies slow down or get stuck—especially on the content and validation side.
Pro Tip: Get Validation-Ready First
Most Marketplace rejections come down to missing or weak documentation. AWS expects structured content: technical diagrams, deployment guides, Co-Sell case studies, and security overviews.
At Marketeering, we help SaaS companies get this done fast—with ready-to-validate content packs built specifically for AWS requirements.
Conclusion
If you’re a SaaS or cloud solution provider not listed on AWS Marketplace, you’re likely leaving enterprise deals on the table.
The barrier to entry isn’t code—it’s content and structure.
But once you’re in, Marketplace becomes a powerful channel for scale, trust, and revenue.
Want to get listed faster—with content AWS reviewers actually approve?
Get a free sample pack + custom quote here
